Add New Goal

From the Campaigns Overview, click on the campaign you want to add a goal
to.

Click the Add new goal button located in the bottom of the Campaign
overview.

A new page opens up:

Fill in the following fields:

Goal name: enter the name of the goal.

Goal mode: select between normal or sponsor goals.

Normal Goals (default setting): used for regular
commercial campaigns. Normal goals support all available ad
formats. Ads from these goals can populate a number of ad
positions in an ad break. Normal goals compete for inventory
only with other normal goals.

Sponsor Goals: used for extra sponsor
messages and act within their own sponsor break. Sponsor goals
support only linear ads. Ads from sponsor goals are inserted by
default at prime positions, directly after pre-roll and mid-roll
ad breaks, and before post-roll ad breaks, meaning they are
delivered closest to content. However, you can also opt for the
ads in this sponsor goal to be shown only before or only after
each possible linear ad break. Sponsor goals compete for
inventory only with other sponsor goals, which means that the
insertion policy settings do not affect sponsor goals (with the
exception of the Time based frequency cap setting, and
possibly the Time based break setting).

For example, if
you set your insertion policy to two pre-rolls, two
mid-rolls, and one post-roll, and you book sponsor goals
with the default ad position, then this is how Pulse
delivers the ads:

Note: Sponsor goals can only be booked as Share of Voice (default) or
Impression goals and are selected based on the distribution and prioritisation rules
for those goal types. However, the order in which Pulse fills the sponsor ad break
depends on the order it selects the sponsor ads, meaning that whichever one it
selects first ends up served closest to the content. By default, one sponsor
position is available per sponsor ad break. Contact your Account Manager if you want
to change this.

Ad position: select which position linear ads from this goal
should fill. The ad position has no effect on non-linear ads in the
goal.

For normal goals, use this option to deliver linear ads close
to the content. The possible options are:

Any position (default setting): ads from this goal can
fill any position in an ad break

First position only: ads from this goal can fill only the
first position in an ad break

Last position only: ads from this goal can fill only the
last position in an ad break

First or last position: ads from this goal can fill the
first or last position in an ad break

Break exclusive: an ad from this goal is the only ad
within an ad break, when the goal is selected by the Pulse
distribution engine. This does not affect sponsor ads. Read more
about the subject in Break exclusivity.

For sponsor goals, use this option to deliver linear ads only
before or only after a linear ad break. The possible options
are:

Default positions (after pre- and mid-roll ad break, before
post-roll ad break): this is the default option, where
the sponsor ads are always delivered closest to the content

Before any linear ad break: ads from this goal are only
shown before pre-, mid-, or post-roll ad breaks

After any linear ad break: ads from this goal are only
shown after pre-, mid-, or post-roll ad breaks.

Note: If you want to show sponsor ads before and after a linear ad
break, which may be desirable for mid-roll ad breaks, then you must
set up two separate sponsor goals: one selecting the before
ad position, and one selecting the after ad position.

Start date: the start date of the goal.

The Full day box is checked by default, which means that
the goal starts running on the first second of the selected day
if the start date is in the future, or on the first second after
saving the goal if the start date is today's date. For example,
your account time zone is set to Europe/Stockholm - UTC+2:00.
You set the start date of your goal to be in the future, May
5th, 2017, Full day. When retrieving this goal's data through
the API, you see
<start>2017-05-05T00:00:00+0200</start>.

Uncheck the Full day box if you want to enter a precise
start time (hours and minutes) of the goal.

End date: the end date of the goal.

The Full day box is checked by default, which means that
the goal is running the whole day, including the last second of
the selected day. For example, your account time zone is set to
Europe/Stockholm - UTC+2:00. You set the end date of your goal
to be May 27th, 2017, Full day. When retrieving this goal's data
through the API, you see
<end>2017-05-28T00:00:00+0200</end>,
which means that the API response marks the first second this
goal is not running. For the same reason, this option also
affects how end dates of Competing Goals are displayed in the Campaign Simulation Report.

Uncheck the Full day box if you want to enter a precise
end time (hours and minutes) of the goal. You may run the
campaign without an end date ensuring it can deliver ads when
other goals have met their delivery quota.

To discard what you entered, click on the red X icon.

Delivery goal type and Delivery goal

Note: For sponsor goals, the delivery goal type can only be set to Share
of Voice (default) or Impressions.

Need to secure a fixed number of impressions for
the entire time period.

Enter the desired goal in number of impressions.
The goal is completed when this number is reached.
The default setting is 0.

Share of Voice (%)

Take a percentage of all the possible
impressions. Share of Voice goals are for this
reason more aggressive in distribution and always
take their share in the advertising slots before any
other goal.

Enter the desired goal as Share of Voice
percentage (%). The goal is completed when it
reaches its end date. The default setting is
100%.

Use impression cap: check the box
and enter a number to limit the amount of
impressions delivered for the share of voice
campaign.

Unlimited impressions

Goals without a defined impression target, which
are ideal for lower revenue filler campaigns. They
take up any remaining inventory.

None.

Priority unreserved

A goal without a defined impression target which
is delivered according to the same distribution and
prioritisation logic as impression goals, regardless
of goal duration.

None.

25%, 50%, 75% or 100% Ad completion

Need to secure a fixed number of 25%, 50%, 75% or
100% ad completions. The ad completion feature
measures for how long the ad played or if it was
played to completion.

Enter the desired goal in number of completions.
The goal is completed when this number is reached.
The default setting is 0. When you click on the
field, a pop up window appears on the right, showing
impression estimates.

Use impression cap:
check the box and enter a number to limit the
amount of impressions delivered for the ad
completion campaign in order to prevent inventory
waste if the goal is not met. The cap is filled in
automatically based on the delivery goal and the
average completion rates for the last three
weeks.

Click throughs

Need to secure a fixed number of click
throughs.

Enter the desired goal in number of click
throughs. The goal is completed when this number is
reached. The default setting is 0. When you click on
the field, a pop up window appears on the right,
showing impression estimates.

Use impression
cap: check the box and enter a number to limit
the amount of impressions delivered for the click
through campaign in order to prevent inventory
waste if the goal is not met. The cap is filled in
automatically based on the delivery goal and the
average CTR (Click-Through Rate) for the last
three weeks.

Pricing (optional): specify the type of pricing and the
corresponding value, which signifies the value of this goal against the
entire campaign budget. Goal pricing shows how each campaign goal is
performing financially in Pulse and through reports.

Note: If you edit the pricing later in Goal overview, the new pricing is
only taken into account in revenue reports for impressions delivered
after the change.

Each campaign also has a calculated effective cost per thousand
impressions (eCPM). You can prioritise campaigns that have a higher
eCPM value by enabling the "eCPM Campaign Optimisation" option. For
more information, refer to Campaign
Settings.

Note: Campaign priority prevails over eCPM campaign
prioritisation.

Pricing

Description

eCPM calculation

No Pricing

Default setting. Setting the pricing is not
mandatory, but if skipped, you are not able to use
the revenue reporting and automatic campaign
prioritisation on eCPM.

Always set to zero.

Budget

The total goal budget.

Note: eCPM can only be calculated for event-based
goal types (Impression, % Ad completion, or Click
through goals) with a delivery target greater than
zero. eCPM of non-event goal types without a
delivery target, like Share of Voice and Unlimited
impressions goals, cannot be calculated because we
cannot estimate the number of impressions required
to complete the delivery. Therefore, it is always
set to zero.

eCPM is calculated based on the following
formula: eCPM=(1000*ratio*budget)/delivery
target. The ratio is calculated as
ratio=delivered events/delivered
impressions, which always equals 1 in
case of impression goals.

For example:

The budget of an impression goal is $100 and
the delivery target is 100,000 impressions. The
eCPM of the goal is $1.

The budget of a click-through goal is $100 and
the delivery target is 2,000 clicks. The goal
delivered 100,000 impressions, out of which there
were 1,000 clicks. The eCPM of the goal is
$0.5.

Note: When you specify the budget for 25%, 50%, 75%,
or 100% Ad completion goals or Click-through
goals, the Pulse UI displays NaN
at the time of creation since no events are
tracked for these goal types yet.

CPM

Cost Per Thousand or Cost Per Mille. The price of
1,000 advertisement impressions on one web page. For
example, if a website publisher charges $2 CPM, that
means an advertiser must pay $2 for every 1,000
impressions of its ad.

eCPM is identical to CPM.

CPM 25%, 50%, 75%, or 100% Ad Completion

The price of 1,000 advertisements played to 25%,
50%, 75%, or 100% of ad completion. For example, if
a website publisher charges $2 CPM 50% Ad
Completion, that means an advertiser must pay $2 for
every 1,000 advertisements that played to 50%
completion.

eCPM is calculated based on the following
formula: eCPM=goal pricing*ratio.
The ratio is calculated as
ratio=delivered % ad completion
events/delivered impressions.

For
example:

An impression goal has the pricing set to $2
CPM 50% Ad Completion. The goal delivered 100,000
impressions, out of which 2,000 ads played to 50%
completion. The eCPM of the goal is $0.04.

A click-through goal has the pricing set to $3
CPM 75% Ad Completion. The goal delivered 100,000
impressions, out of which 1,000 ads played to 75%
completion. The eCPM of the goal is $0.03.

CPC

Cost Per Click. The price the advertiser pays a
publisher when the ad is clicked. For example, if an
advertiser books 2000 clicks for $2 CPC, then they
must pay $4,000 if they are all delivered.

eCPM is calculated based on the following
formula: eCPM=goal
pricing*ratio*1000. The ratio is
calculated as ratio=delivered click
events/delivered impressions.

For
example:

An impression goal has the pricing set to $2
CPC. The goal delivered 100,000 impressions, out
of which 2,000 ads were clicked on. The eCPM of
the goal is $40.

A click-through goal has the pricing set to $3
CPC. The goal delivered 200,000 impressions, out
of which 3,000 ads were clicked on. The eCPM of
the goal is $45.